Title: Factors influencing e-marketplace adoption in agricultural micro-enterprises

Authors: Gregory J. Brush, Duncan McIntosh

Addresses: Department of Marketing, University of Auckland Business School, Owen G Glen Building, 12 Grafton Road, Auckland, New Zealand. ' APR Consultants, The Business Hub, 1209 Hinemaru Street, Rotorua, New Zealand

Abstract: Electronic marketplaces (e-marketplaces) present a business-tobusiness (B2B) trading environment where firms can benefit from increased choice among trading partners, and other efficiencies gained through electronic exchange. B2B e-marketplaces have only recently emerged in New Zealand; however, there is already doubt whether predicted benefits are being realised. The study draws on Tornatzky and Fleischer|s (1990) adoption model to explore motivations and barriers to e-marketplace adoption that agricultural micro-enterprises experience. Key barriers include conflict with pre-existing relationships, risk perceptions, ease of use and infrastructure problems. Dominant motivations include the ability to exclude agent middlemen, a reduction in transaction costs, and market reach.

Keywords: electronic business; e-commerce adoption; electronic channels; e-marketplaces; B2B trading; business-to-business; microenterprises; agricultural firms; New Zealand; electronic commerce; agriculture; electronic marketplaces; benefits; motivation; barriers; pre-existing relationships; risk perceptions; ease of use; infrastructure; agent middlemen; transaction costs; market reach.

DOI: 10.1504/IJEB.2010.035295

International Journal of Electronic Business, 2010 Vol.8 No.4/5, pp.405 - 432

Published online: 21 Sep 2010 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article